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The first neutron star (NS) merger observed by advanced LIGO and Virgo, GW170817, and its fireworks of electromagnetic counterparts across the entire electromagnetic spectrum marked the beginning of multi-messenger astronomy and astrophysics with gravitational waves. The ultraviolet, optical, and near-infrared emission was consistent with being powered by the radioactive decay of nuclei synthesized in the merger ejecta by the rapid neutron capture process (r-process). Starting from an outline of the inferred properties of this “kilonova” emission, I discuss possible astrophysical sites for r-process nucleosynthesis in NS mergers, arguing that the heaviest r-process elements synthesized in this event most likely originated in outflows from a post-merger accretion disk. I compare the inferred properties of r-process element production in GW170817 to current observational constraints on galactic heavy r-process nucleosynthesis and discuss challenges merger-only models face in explaining the r-process content of our galaxy. Based on the observational properties of GW170817 and recent theoretical progress on r-process nucleosynthesis in collapsars, I then show how GW170817 points to collapsars as the dominant source of r-process enrichment in the Milky Way. These rare core-collapse events arguably better satisfy existing constraints and overcome problems related to r-process enrichment in various environments that NS mergers face. Finally, I comment on the universality of the r-process and on how variations in light r-process elements can be obtained both in NS mergers and collapsars.